Kroger expands Simple Truth portfolio with plant-based line

Kroger will release a range of new plant-based products under its Simple Truth brand, including meatless burger patties and non-dairy beverages, as it responds to increasing consumer trends towards flexitarian diets.

The Simple Truth Plant Based collection will begin going on sale in the US as of this autumn and will feature easy-to-identify packaging to help customers locate the items.

Other products in the range will include: chocolate chip cookie dough, cream cheese, sour cream, Bolognese pasta sauce as well as meat-free sausages and deli slices.

“As more of our customers embrace a flexitarian lifestyle, choosing to prioritise healthier food choices and reduce their environmental footprint, we are excited to meet their needs,” said Gil Phipps, Kroger’s vice president of Our Brands.

The new products will begin going on sale in the US as of this autumn.

“We are introducing our Simple Truth Plant Based collection to offer even more fresh, remarkably delicious, animal-free food to provide shoppers with a greater selection of choices that are more accessible and affordable.”

“Taste is and will always be our number one focus, and you can expect Kroger to continue to invest in this category as we are committed to providing our customers with products that support their eating preferences and health and wellness goals.”

The Simple Truth product range was launched in 2013 and now includes more than 1,550 products.

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